About Us

Who are we?

Our mission at Impact Pricing is to educate companies about value-based pricing, which simply means charging what a customer is willing to pay.

Once a company starts down that path, it’s quickly apparent that they require a much deeper understanding of value. By starting with the goal of charging for value, the focus shifts to how to create, communicate and capture value. Every company exists to create value for their market. Value based pricing spotlights how much value you truly create.

Education is our passion.  Teaching you how to fish and feeding you for an entire career is one of the most fulfilling endeavors we have the honor of sharing.  In late 2019, we launched Impact Pricing University as and online education platform for pricing professionals and company leaders to learn more about value and how to drive significant growth in their organization through pricing.  

We have a full catalog of courses focused on pricing and value.  These courses and multi-day live training can be offered online as well as live.

Impact Pricing offers a unique way of coming along side companies to help them better understand their pricing.  Our Advisory services are for companies or individuals who would like to have a pricing expert looking over their shoulder while they make enormously impactful pricing decisions

what we are not...

Often people come to us looking for consulting services and the honest answer is, “we’re not consultants.”.  We are Advisors Here is what you might want to know about being or hiring a pricing advisor.  You might be asking, “So what’s the difference?”  You’ll find a great breakdown here where Mark explains Pricing Consultant vs. Pricing Advisor – What’s the Difference?

About Mark Stiving

Advisor and Chief Pricing Educator

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

An award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of Impact Pricing: Your Blueprint for Driving Profits, which has helped business owners answer the fundamental question, “Am I pricing right?

And launching in October 2021, is Mark’s newest book Win Keep Grow: How to Price and Package to Accelerate Your Subscription Business

At Impact Pricing, Mark teaches two-day, virtual or on-site pricing courses for companies looking to create their own pricing road map to increase revenue.  He also helps companies through their pricing issues as an advisor and educator.

Get insight on all of your pricing questions from Mark’s expert point of view on the podcast, the blog and on LinkedIn.


Pricing Best Practices:
How Private Equity Can Drive Value Without Compromising Relationships

Don't miss out on this opportunity to enhance your pricing approach and drive increased value.

Our Speakers

Mark Stiving, Ph.D.

CEO at Impact Pricing

Alexis Underwood

Managing Director at Wynnchurch Capital, L.P.

Stephen Plume

Managing Director of
The Entrepreneurs' Fund